Welcome to the first ‘This Week On Vine’, brought to you by Michael Litman, Co-founder of BRANDSONVINE.COM. We’re a curated showcase of the latest and greatest examples of how brands are using Vine. We’re tracking over 50,000 brands worldwide to bring you the latest trends and insights in to the platform.
1. London Fashion Week (#LFW)
It was London Fashion Week this week and Burberry undoubtedly stole the show, a content producing powerhouse and masterclass for all brands in how to harness new technology and reach new audiences.
Over 10,000 of the total 180,000 mentions using #LFW were about Burberry, ahead of Topshop with just over 8,000.
Partnering with Apple (the first brand to use an iPhone 5s to photograph, shoot and share content) and Twitter themselves (broadcasting the show live within Twitter and using promoted tweets) were smart moves.
Burberry created four short form videos on Vine, which sought to effectively capture the feeling, the excitement and the atmosphere of being at the show for yourself. They also used the creative restrictions on Vine to produce genuinely unique content, not found anywhere else and achieved 3349 Vine likes, 1335 revines and 1585 Twitter retweets across the vidoes. And here they are:
Before: The invitation
(397 Vine likes, 85 revines, 121 retweets)
During: Capturing the celebrity guests as they entered the show
Best performer (1,784 Vine likes, 820 revines, 1,297 retweets)
During: Backstage at the #BeautyBooth
Weakest performer (338 Vine likes, 70 revines, 43 retweets)
After: A 6 second edit of the entire show
Second best performer (830 Vine likes, 360 revines, 121 retweets)
It’s no coincidence that the highest performing short form videos made the best creative use of the 6 seconds, employing a stop motion technique to capture moments far longer than six seconds, all within the timeframe
2. Fashion Week Q&A
In keeping with the Fashion Week theme, the British Fashion Council used Vine to take a traditional Q&A format to the next level. Fans could tweet at the experts using the hashtag #AskLFW and questions were answered by Jodie Kidd, Angela Scanlon, Zoe Jordan and Susie Bubble. We like this because it feels more inclusive and personal when you can see the expert taking the time to answer your own question rather than just via text.
Here’s a selection:
3. Home base by Leo Burnett
Leo Burnett have been creating some fantastic content on Vine for Homebase recently that you probably haven’t seen. We like these because the platform is perfect for providing people with visually interesting and easy to digest ideas and inspiration to turn a house in to a home. They aren’t all perfect – some are shakey and pan around too fast but we love the stop motion techniques used to tell a story and they really bring the rooms to life.
Here’s a selection:
Owl
Clock
Revival Living
Bedroom
4. Magnum and Cornetto (Golin Harris)
We’ve been really impressed with the creativity by both Magnum and Cornetto on Vine, produced by Golin Harris. Victoria Costello, Digital Director tells us: “Being real time is central to our digital approach at GH ensuring we are timely, engaging and relevant. Each Vine takes about an hour to produce and we’re learning with every one how to be continually improving with such an evolving platform.
Alper Eroglu, Global Senior Brand Development Manager for Magnum and Cornetto at Unilever
‘We love the Vines that GH are producing for our brands and are keen for them to push the boundaries of creativity and always be innovative with the content. It’s proving to be a great platform for our Cornetto and Magnum brands, as it allows us to express the personality of Cornetto and Magnum in a way that resonates with very different audiences.
From Cornetto’s fun, cool, teen audience to Magnum’s sophisticated pleasure seekers, we can have a lot of fun creating new and interesting Vines each week. Vine is also great for real time executions and playfully reacting to the news of the day in relevant and engaging ways’
Limited editions
Getting your hands on it
Strawberries and cream
5. IPCC (In house)
The Hillsborough disaster has been thrust once again in to the limelight as the case is reopened for investigation and 80+ staff at the IPCC have been assigned to the case. Vine videos were created to illustrate the scale of the information they are storing (on the UK’s largest investigation server) and to encourage new witnesses to come forward.
Major Incident Room
Document Store
Press conference
Thanks for joining us. You can follow us @brandsonvine or visit BRANDSONVINE.COM
